Scribd
Upload
400 views15 pages

Club Med & Social Media

Club Med Social Campaign with a Belgian blogger won the European Excellence Awards in December 2008

Uploaded by

Maerten Caroline
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd
400 views15 pages

Club Med & Social Media

Club Med Social Campaign with a Belgian blogger won the European Excellence Awards in December 2008

Uploaded by

Maerten Caroline
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd
You are on page 1/ 15

22 April IAB NetCafé

Club Med Belux Social Media Campaign


-
Ine @ Chamonix
Impact of Social Media on world wide travel industry

Travel: most developed e-commerce sector and most impacted by Word of


Mouth

Trip advisor = 20M unique visitors /month

Nielsen study in 2007 shows :

 4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking
part in virtual visits to learn about their destinations
 1 out of 4 answer or post comments on social networks
 2/3 are watching movies or listening to podcasts before making a travel
reservation

Page 2 | Club Med Belux | IAB Netcafé


Some Trends

66% of travellers feel that User-Generated Content* is more trustworthy than


the information on professional sites

Impact of USG on the decision making process and on the purchasing of


holidays

 24% of travellers change opinions after having consulted UGC


 51% use UGC to fine-tune their selection
 23% use USG so as to confirm their holiday choice
 15% use USG to pick their final destination

User-Generated Content* represents a yearly spending of 10 billion dollars,


amongst which are online reservations

* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.)
Page 3 | Club Med Belux | IAB Netcafé
In Belgium, it’s just the beginning

Internet has become THE forst information source when preparing a holiday:
 80% of clients consult Internet when preparing their holidays

… but only official informations at the moment

Page 4 | Club Med Belux | IAB Netcafé


So we decided to make a first try on Social Media

Objectives:

 Establish a first dialogue with Belgian bloggers


 Communicate Club Med USP’s & values amongst surfers thanks to real & neutral
blogging experiences

Respecting our marketing objectives:

 Position Club Med as an innovative & modern brand


 Preinforce Club Med’s online visibility

Page 5 | Club Med Belux | IAB Netcafé


Ine@Chamonix

Social Media action relayed on influential Belgian blogs

Concept:

 A blogger sended to Club Med Chamonix in order to give a live impartiel


feedback on her stay
 She tested everything possible (Ski, Spa, Restaurant, …) during 3 days

 Means: Blog + Interactive banner (Twitter + Flickr)

Page 6 | Club Med Belux | IAB Netcafé


On Ine’s blog (www.monuments.nu)

Page 7 | Club Med Belux | IAB Netcafé


On Ine’s blog (www.monuments.nu)

Page 8 | Club Med Belux | IAB Netcafé


Relayed on belgian blogs via an interactive banner

Page 9 | Club Med Belux | IAB Netcafé


Relayed on belgian blogs via an interactive banner

Page 10 | Club Med Belux | IAB Netcafé


Bannering Results: Sunday 6th April – Wednesday 9th
April

59 102 Impressions

277 clicks

0.47% CTR

17 629 contacts

3.4 impressions / contact

1.57 clicks / contact

Page 11 | Club Med Belux | IAB Netcafé


We had some additionnal surprises when blogs relayed
the action in Belgium

Page 12 | Club Med Belux | IAB Netcafé


And even in other countries
France Brasil

Canada

Page 13 | Club Med Belux | IAB Netcafé


Cherry on the cake : Important national press

De Morgen 11th April


Le Soir 9th April
Page 14 | Club Med Belux | IAB Netcafé
Page 15 | Club Med Belux | IAB Netcafé

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy